Ford KA: The Market Research Problem (C)

Published 01 Jan 2003
Reference 5066
Topic Marketing
Region Europe
Summary

In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target. The market research firm has conducted a series of studies among potential small car buyers and now the data must be analyzed and interpreted.

Teaching objectives

This case series introduces students to strategic, conceptual and information issues of market segmentation and target selection – the core concept of marketing theory. The modular nature of the case allows the instructor to focus either on individual issues or on the process of market segmentation and marketing strategy development. The market research data enables students to get unique ‘hands on’ experience in dealing with market research data and a wide range of statistical tools (cross-tabulations, cluster analysis, multidimensional scaling, regression analysis).

Keywords
  • Market research
  • Marketing strategy
  • Attitudinal segmentation
  • Cluster analysis
  • MDS
  • Qualitative data interpretation
  • Automobiles
  • Quantative data analysis
  • Marketing process
  • Market segmentation